Are Consumer and Brand Personalities the Same?
Abstract
Current discussions of brand personality refer to a personified brand image, that is, a brand image that can possess any attributes of consumers, rather than brand personality . From a conceptual and methodological critique of the literature, this paper applies the definition of personality to brand personality, and tests the idea using a peer‐rating methodology that focuses on each individual's perception of a brand (the brand × subject...
Paper Details
Title
Are Consumer and Brand Personalities the Same?
Published Date
Apr 11, 2012
Journal
Volume
29
Issue
5
Pages
334 - 349
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